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Hanane Bougadir () and Mustapha Zahir ()
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Hanane Bougadir: Cadi Ayyad University, SAEDD laboratory, Essaouira, Morocco
Mustapha Zahir: Cadi Ayyad University, SAEDD laboratory, Essaouira, Morocco

Oradea Journal of Business and Economics, 2023, vol. 8, issue 1, 52-60

Abstract: Innovation is presented as the competitive weapon by which companies respond to the challenges of a dynamic environment. However, devising a strategy that balances the needs for short-term profitability and long-term survival becomes more complex when it comes to small and medium-sized businesses. Their limited resources, both in terms of human capital and financial means, hinder the development of organizational ambidexterity within these structures. The contribution of our qualitative study is manifested through the detection of the mechanisms enabling the SME to respond to the dual requirements of exploitation innovations and exploration innovations, particularly in a turbulent environment. We are therefore interested in the market of dermocosmetic products because it represents a young and growing market. The results obtained from the in-depth analysis of two cases, show that the simultaneous pursuit of these two imperatives is possible under certain conditions. We highlight three prerequisites: The necessity to rethink management and to conduct a new organizational and strategic adaptation process; The promotion of a culture and a social context stimulating ambidextrous behavior; Maintaining strong relationships with stakeholders.

Keywords: Ambidexterity; Exploitation; Exploration; Adaptation; Innovation; SME (search for similar items in EconPapers)
JEL-codes: M10 O30 (search for similar items in EconPapers)
Date: 2023
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DOI: 10.47535/1991ojbe164

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